Given how many analytics products there are and how many of those have third party solutions to the problem of surfacing and displaying the most important information, I wouldn't expect Twitter's Tweet activity dashboard to tell me everything I need to know. But it's a nice clean dashboard for core information that I'm glad is easily accessible.
You should have this any day now if not already as long as you're:
primarily tweeting in English, French, Japanese or Spanish;
your account's at least 14 days old;
your account doesn't violate Twitter policies or is restricted or protected.
Additional info is available here or you can dive right in at analytics.twitter.com.
There you'll find analytics for tweets, followers and twitter cards. I don't have Twitter cards happening but the tweet analytics give me a good sense of reach (pretty darn broad), engagement (2%, a familiar number on my social media accounts) and various measures of recent activity.
Taking A Closer Look At Twitter's Analytics Dashboard
My frustration is that I can't click on a particular date to see what the heck was going on. Check this out from my last 28 days at @fluxresearch:
42.5k impressions? I'm famous! So why aren't I rich?
I can't click on that 6000+ day to get more info about what happened. But since it's only a month of stats I can scroll down until I hit that day and discover that it's a couple of tweets that got retweeted by people with big followings. They're famous. Not me.
Note that Impressions" are defined as:
Number of times users saw the tweet on Twitter."
Translated into reality that means the number of times a tweet was on the screen and could have been seen. Or something even less positive.
Call me Mr. Buzzkill but when you start looking at engagements and engagement rates that's when you get closer to what's up.
But note that Engagements" are defined as:
Total number of times a user has interacted with a Tweet. This includes all clicks anywhere on the Tweet (including hashtags, link, avatar, user name, and Tweet expansion), retweets, replies, follows, and favorites."
So Engagements aren't the number of people interacting with your tweet. Whatever that number is, it's lower.
For example, if I retweet something that has a pic that I can't see, that means I'll be responsible for at least 3 engagements: expanding the tweet, retweeting and favoriting (since I usually favorite when retweeting).
If there's a link involved, I'll hit that too. If I don't know you, for example, if someone else retweeted, I'll click on your avatar to see who you are. That's 5 engagements from one person.
As usual, the deeper I dig, the more I realize I'm just a superficial nobody like most everybody else. But at least now I have the stats to prove it.